Sheer beauty abounds at Jolie Femme

Every woman is beautiful, she just might not know it yet. So says Sheree Clock, who helps women discover that beauty at her lingerie boutique Jolie Femme.

“When you come in here, it’s an experience,” she said. “Whether it’s that perfect piece of lingerie, a lovely perfume, or special piece of jewelry, I’ve created an environment that’s full of all things lovely to help women magnify their true beauty. My passion is helping woman realize just how pretty they are.”

So much so, in fact, that she left the advertising business 30 years ago so she could devote herself to the task.

“One thing I learned in the very beginning of entering this business is just how intimate a woman’s relationship is with her bra. It’s the most difficult piece of wardrobe to fit because you have to have proper support and comfort. If a woman is wearing an ill-fitting bra, it not only affects the way she looks and feels, but it can also cause serious back problems.” And when it comes to knowing how to fit bras properly, Clock is an elite group. Her boutique is the only independent shop in all of California to be certified by Le Mystere, a lingerie line that steadily tops the Contours International Lingerie Awards list, which is likened to the Academy Awards of the intimate apparel world.

Another distinction at Jolie Femme is that no bra costs more than $100 and none of the employees work on commission.

“Our main goal is finding out how we can help you, not what we can sell you,” she said of her business philosophy.

Keeping in that vein, Clock also offers perks, such as free alterations, free gift-wrapping and free shipping. Customers can also enjoy a glass of wine at the in-store “relaxation bar” every Wednesday through Saturday, 5 p.m. to close, which has been known to stir up a few “spontaneous party sessions.”

“It can get like a girls’ locker room in here: giggle fits, heart-to-heart talks and all,” she jokes. But men are welcome, too. Clock is preparing to install a TV near the bar, in fact, just so men can catch the game while they wait or browse.

Aside from bras, lingerie, pajamas, form-shaping apparel, perfumes, jewelry and specialty gift items, Jolie Femme also sells seasonal items, such as Halloween costumes with an exclusivity clause “so if you buy a costume here, you can be sure nobody else will be wearing it when you show up to the party.” And during Christmastime, Clock will unveil the holiday line, which she said is all vintage Hollywood-inspired, so think “1940s hostess-style pajamas and elegant sweeping gowns — very classic glam.”

“No matter the season of the year, no matter the season of her life, we’re here to help women discover their beauty,” Clock said. Jolie Femme is located at the Flower Hill Promenade, 2690 Via de la Valle. For more information, call 858-792-1222 or visit